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The investment vehicle headed by Jon Moulton is among a group of investors vying to take control of Kiddicare.

Wm Morrison put the baby products retailer on the market in March after the supermarket chain took a £163 million writedown on the company.

As well as Mr Moulton’s Better Capital, the companies understood to be interested in Kiddicare include Hilco, which rescued HMV last year, R Capital, which sold Little Chef last year, and Endless, which owns The Works, the discount books retailer.

Morrisons, which is expected to pay a dowry to the buyer, was unavailable for comment.